Channel 4

Virgin Media to back Big Brother

Updated 11.53 Wed Mar 21 2007

Keywords: TV, sponsor, Big Brother, Virgin Media

Virgin Media is to become the new sponsor of Big Brother, it has been announced.

The company has secured an exclusive deal to sponsor the eighth series of the reality show.

Earlier this year, Carphone Warehouse axed its sponsorship deal with Channel 4

James Kydd, Virgin Media's managing director of marketing, said: "We're a pioneering and innovative company so it made sense to create an alliance with a show that has genuinely changed the face of TV."

Earlier this year, Carphone Warehouse axed its sponsorship deal with Channel 4 after the furore surrounding the Celebrity Big Brother race row.

He added: "Big Brother has always come under the spotlight and courted a lot of attention.

"Virgin is known for facing challenges head on and we know that our customers enjoy Big Brother because it's the most unpredictable and exciting TV programme there is."

Channel 4's head of sponsorship, David Charlesworth, said: "We share so much with Virgin in both brand and business so look forward to pooling our expertise to create a groundbreaking sponsorship."